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Altering the hair appearance to fit with white beauty ideals resulted in high demand for straightening products in recent years movements have arisen to empower women by encouraging them to embrace their cultural identity

It’s about seeing past ethnicity to tap into a multicultural market to reach new customers with similar hair needs who are often willing to spend more on products that address them effectively

3.
3
Growing Economic Opportunity Justifies Product
Development
• Greater Black population rise vs.
Whites: the population of Black
consumers in the US is expected to
rise 5% between 2015 and 2020 vs.
2.8% for White.
• Black spending power: projected
to increase to $1.4 trillion by 2020,
which would make their spending
power in terms of GDP as large as
Mexico (only $320 million in 1990).
• Experimenting with different
hair/fashion styles: important to
37% of Black women (vs. 14% of
men) – boding well for hair styling
products.
• Usage: styling products are used by
51% of Black consumers (May 2014)
rising to 67% of women.
Sources: Mintel and Atlanta black star

4.
4
• In the Black haircare category, styling
products saw the greatest gain of
26.8% between 2013 and 2015 (est.) –
in contrast to stagnant hair styling sales
in the overall US haircare market.
• There was an 18.6% fall for relaxer
sales, an 18.3% increase for shampoo, a
9.8% increase for conditioner and a
1.6% increase for home hair colour.
• The fashion for more natural afro
hairstyles (vs. straight / relaxed) is
arguably driving sales of styling
products as a natural look for curly/afro
hair often requires consumers to add a
few more products to their daily routine.
Targeting Black consumers: US styling product
sales rise by biggest share
Source: Mintel Reports, Black Consumers and Haircare - US - August 2015
Madam C.J. Walker Beauty
Culture Frizz Fighting
Coconut & Moringa Oils
26.8%
Styling
products
increased
18.6%
Relaxers
sales fell
Africa’s Best

7.
7
Conditioners Evolve, Regular Shampoos Slip
Source: Mintel
Regular shampoo usage dips slightly
85% of respondents in the US indicate using shampoo (January 2016)
– a small fall on the 89% in 2015 – arguably linked to consumers
washing hair less frequently.
Overall usage of regular conditioner stands at a steady 63%
of US consumers (January 2016) – rising to 76% of women
and falling to 48% of men.
17% of US respondents indicated using cleansing
conditioners which provide a gentler wash; men are as likely
as women to report usage (16% vs. 18%); and men who use
hair care products are also more likely than women to say that
they occasionally replace their shampoo with a conditioner
(18% vs. 12%).

10.
10 Source: naturallycurly.com, Evonik Research
Curl Pattern
Shows the amount of
wave or curl in the hair
Well-defined, springy,
copious curls from
bouncy ringlets to tight
corkscrews
Needs
Porosity
Ability to absorb and hold
moisture by how tightly the
cuticle scales adhere to the
surface of the hair shaft
High: The curlier the hair, the more areas of
discontinuity in the cuticle layer. Coily has fewer
cuticle layers, less protection from the damage
inflicted by combing, brushing, curling, blow-
drying and straightening
Frizz reduction,
deep moisturizing,
conditioning during
the washing
process to help
restore the hair to a
more manageable
porosity level
Tight curls, kinky, or
very tightly curled
Density
How closely individual
strands of hair are packed
together on the scalp.
Determines hair volume
Higher for Coily hair. Lots of strands densely
packed together. Hair is voluminous
Curly with medium density:
Enhance the hair’s texture
and play up volume
Coily with high density:
Hold the curls and reduce
volume
Sebum Sebum migration to the hair shaft is very low and
not evenly distributed due to the large diameter
and tight curvature along the hair fibers
Remove excess oils without
stripping hair of its natural
oils and sebum. Nurture
the dry scalp
Growth Slow growing, at less than 0.9 cm a month Nourishing
Curly CoilyManaging
Hair
Textures

13.
13
“To Build Unwavering Customer Loyalty”
We accomplish through:
Developing long-term customer and supplier relationships by
providing innovative solutions to meet the formulating and production
needs of our customers.
Employing a leading team of technical sales people, supported by an
exceptional service organization.
Demonstrating the highest level of integrity in every transaction to
the mutual benefit of our customers, suppliers and employees.
Mission Statement